Fewer products means better web design, higher conversion rates
Want to encourage better conversion rates on your website (be it purchases, blog traffic, whatever) while looking good? Don’t give your readers more than a few options to choose from. By forcing them to look at what you want, you’ll enjoy more targeted traffic.
Apple does it. So does Shoe Guru. Both may be extreme, but their website design ensures them greater control over what they promote, resulting in tighter focus and better sales over the alternative, cluttered sites.
Off-topic: I’d totally buy those shoes if knew what Shoe Guru size I wear.